Museums Victoria

VERSA was engaged by Museums Victoria to develop a customer experience strategy and technology roadmap for 2025 and beyond.

The goal of the project was to define the role of digital in facilitating a contemporary end-to-end customer journey across Museums Victoria’s three distinct venues.

View results

Experience Strategy

Innovation Sprints

Experience Design

Scalable Technology

Navigating the unprecedented.

With COVID-19 driving record-breaking growth, Museums Victoria needed to evolve its digital offerings to support this online-first behaviour.

As experts in research and technology, our mission was to establish the authority to rally stakeholders behind an aspirational, customer-led digital vision.

How might we deliver an aspirational digital vision for Museums Victoria and its three distinct venues?

Experience Strategy

Total customer immersion.

Through on-site visits, stakeholder workshops, and 30+ hours of customer interviews, we exposed a growing disconnect between the online and in-venue experiences.

Our strategy set out to close that gap by capturing the awe and wonder of each venue online, building anticipation before a visit and engagement long after.

Innovation Sprints

The future of the past.

We realised early on that a strategy deck alone wouldn’t do the vision justice, so we prioritised creating an idea playground of insight-driven ideas and concepts.

Using a sprint approach, we cherry-picked opportunities from our current-state customer journey maps and transformed them into future-state innovations.

Experience Design

The seen and unseen.

Our Experience Team created blueprints for a multi-venue website framework, demonstrating how an atomic design approach could elevate customer experiences online.

We also designed concepts for internal-facing solutions that could deploy venue staff to live hotspots, managing visitor flow and enriching the exhibition experience.

Scalable Technology

Upgrading prehistoric platforms.

The Tech Team delivered a comprehensive roadmap from an audit of the online ecosystem. This included a review of CMS/CRM tools, integration points, and a technical debt risk analysis.

An experience strategy to bring wonder online.

We delivered a digital strategy that gave Museums Victoria a bold, aspirational vision and a practical roadmap for transforming the customer experience.

Key outcomes

Affectionately referred to as “The Bible.”

Idea playground for online and in-venue innovation

Strategy to convert once-off visitors into lifelong fans

Litmus test to tie new initiatives to visitor needs

Technical roadmap to guide future investment

The vision has empowered Museums Victoria to take decisive action on its digital future, defining the ideas and technologies needed to drive deeper engagement.